I know it sounds silly and rather obvious, but the majority of corporate blogs still do not write blog posts with the proper tone. Blog writing is a style unto itself, just like press releases, marketing materials and websites. It is a skill that must be honed.
The majority of corporate blogs I visit are just dumping grounds for press releases or so formal that I don’t care to take the time to read them. Some do get it right like Apple (yes, I to am sick of using them as THE example) and Zappos but the majority do not.
Blogs are supposed to be the online version of your local coffee house. They need to be comfortable and informal, perhaps even a little bit eclectic or edgy. They are places that invite open and honest conversation. Think of it this way, a blog should use a tone that you would use hanging out in a coffee house as opposed to a formal Gala. Your phrasing and word selection is different when speaking at a coffee house with some friends and strangers than it would be while wearing a tuxedo/ball gown and interacting with people you need to be on your best behavior with. While your tone is more informal, it is not completely informal. You are not hanging out with your family and best friends in your backyard having a BBQ. You see the difference?
Blogs take time to keep up and do well, no question. However, it is worth it. Taking the time to properly communicate your message to your audience is essential to a business/organization. Would you spend minimal time putting together copy for the brochure you hand out? How about not putting a lot of time into the copy on advertisement? Then why corporations/organizations take the time to produce quality copy for blog posts? Blogs are here to stay, they are essential medium to communicate with your customers/supporters. The amount of credibility, loyalty and support your business/organization can build and keep by properly writing a blog post is infinite. Why wouldn’t you capitalize on that?